EXCLUSIVE
Veteran weatherman Paul Burt was sacked because focus group research found he was unpopular with audiences, according to an insider at the Seven Network.
Burt, who worked at Seven for more than a decade, referred to his sudden exit in his last broadcast on Saturday at the end of Queensland’s 6pm news bulletin.
‘If I’d had the opportunity I wouldn’t have wanted to go this way – it’s what happens when you get sacked,’ the 51-year-old said in his final appearance.
But a senior source inside the network told Daily Mail Australia the reason for Burt’s dismissal was simple: he turned off too many viewers.
‘Paul Burt was sacked after extensive audience research across the Queensland market that identified he was one of the least-liked presenters on-air, with the dreaded ‘switch-off’ factor,’ the source said.
That research had been conducted in the first quarter of 2024.
The source said perceived audience appeal was an important consideration when deciding which ‘talent’ would be let go from a program and ‘it’s not like names were picked out of a hat’.
‘Networks spend a fortune on polling and focus groups to identify emerging talent and test long-serving presenters,’ they said.
‘The audience decides who reads the news.’
Veteran weatherman Paul Burt was sacked because focus group research found he was unpopular with audiences, according to a senior Seven Network insider. Fans are pictured holding signs supporting Burt
Burt, who has been inundated with online messages of support since his departure, did not accept the research.
‘I mean, these people are going to try and cover their backs,’ Burt told Daily Mail Australia.
‘I think if they’re looking at numbers like that, they might want to change the people who are giving them those numbers.
‘Because I’m on the ground, I hear what people say and I understand what they want. I’ve been doing it now for 28 years.’
Daily Mail Australia has obtained a farewell email Burt sent to Seven colleagues on Monday afternoon.
‘Hey everyone, never thought I’d be writing this email anytime soon, but here we go,’ he wrote.
‘First and foremost, I want to say thank you to everyone who I have worked directly with, you have all been incredibly awesome and do sensational jobs and deserve far more recognition than you get.
‘Secondly, those who reached out to me after the news over the weekend and today to ‘check in’ on me and pass on your kind words, wow, it’s been very humbling so thank you.’
Seven’s Brisbane news director Michael Coombes told Burt (far right) last month his contract would not be renewed. Word of his sacking was leaked before Burt could tell his wife and kids
Seven’s Brisbane news director Michael Coombes told Burt last month his contract would not be renewed. Word of his sacking was leaked before Burt could tell his wife and children.
‘It feels horrible,’ Burt said. ‘It makes you feel sick in the stomach.
‘Sometimes you just want to sit down and talk to the big, big bosses because they probably don’t know what we do up here.’
The night before Burt delivered his last report, he did a live cross from Surfers Paradise for the Gold Coast 5.30pm bulletin.
As he gave the weekend weather outlook, fans held placards declaring ‘Burty’s a legend’, ‘Qld’s favourite weatherman’ and ‘Bring back Burty’.
‘We basically turned up and there were a couple of hundred people with banners and everything,’ Burt said. ‘I think that says it all.
‘All those people who turned up with banners, they’re our customers. They’re the customers who watched – past tense – and were loyal to me and the network.
‘They’re our ratings. They’re the ones who are going to bring money in for the advertisers. They’re our viewers and the people that we have to listen to.’
Burt had invited locals to the Surfers Paradise beachfront in a video thanking them for their loyalty, which was posted on the I Love Robina Facebook page and has received 60,000 views.
He also used that television opportunity to endorse Liberal National Party candidate Hermann Vorster for the seat of Burleigh at the Queensland state election.
‘Elect this guy,’ the presenter said. ‘Or it just won’t happen at Burleigh in future.’
Burt began his television career at Seven in 1996, before being poached by Ten then Nine, and returned in 2013 to the network where he got his start in the industry.
‘Seven brought me back for a reason,’ he said.
‘So if the numbers aren’t there, well I don’t see how that adds up, in my view.’
Seven West Media, which also owns the West Australian newspaper, is slashing 150 editorial staff in a round of redundancies which has claimed other big names including Brisbane newsreader Sharyn Ghidella.
‘You look at people like Sharyn Ghidella – staunch Channel Seven,’ Burt said.
‘When you see people like that being moved on, it kind of says something.
‘I understand business is business. We are going through cutbacks across the board.
‘Unfortunately it’s not a nice feeling for us and her and everyone else who got the flick as well.’
Seven West Media is slashing 150 editorial staff in a round of redundancies which has claimed other big names including Brisbane newsreader Sharyn Ghidella (above)
Ghidella, who got her ‘tap on the shoulder’ while at the hairdressers getting ready for work after 17 years with Seven, has made clear her feelings about Burt.
‘All the best, Burty for what lies ahead,’ the 58-year-old wrote on X.
‘You are so good at what you do… I’m sure there are many exciting adventures ahead for you. Good luck, not that you’ll need it, at all. Bet the offers are already rolling in. Xx.’
Seven’s recently appointed news and current affairs boss Anthony De Ceglie has been replacing sections leaders across the country with younger managers.
He has also introduced a Friday night comedy spot and astrology to the news.
Sydney, Melbourne and Adelaide all have fresh news directors, and new executive producers have been put in charge of Sunrise, Weekend Sunrise and Spotlight.
Burt’s final segment on Saturday was followed by a montage of on-screen moments from his 11 years with Seven played to a soundtrack of the Crowded House classic Weather with You.
Among those scenes was footage of Burt cutting short a weather report to help save a 10-year-old boy being sucked into a rip at Surfers Paradise in May 2022.
Newsreader Samantha Heathwood thanked him for his ‘passionate weather reporting over the past decade and a bit’ but the senior Seven source said Burt did not go gracefully.
‘He didn’t show up to his own farewell that had been organised with a cake and missed some of his last shifts without notifying managers, leaving them scrambling,’ the source said.
Burt agreed that he did not attend his farewell last Friday and had told management he would not be going the week before it was to be held.
‘I’m not that kind of guy,’ he said. ‘I don’t want there to be any hoo-ha. I don’t need a cake. I’m not interested.’
Burt, who wrote his own weather reports, said he also had not wanted to cut into his work schedule on a busy Friday evening when he did about 10 live crosses to the newsroom.
‘I don’t want to give up my time to get back to the office when I’m on location,’ he said.
Burt posted a video thanking viewers for their loyalty which was posted on the I Love Robina Facebook page and has received 60,000 views. He is pictured in his last weather report
‘I didn’t want to stand there and get, ‘Here’s a cake, congratulations, goodbye and thank you for your time’. I never asked for it.’
As for skipping shifts, Burt said he had missed his first cross on Friday and another the previous week when he was filming vision of a capsized boat at Tweed Heads.
Both times he had notified management.
‘Don’t get me wrong, I really admire the network,’ Burt said. ‘I love the network. I truly do.
‘Unfortunately, I just think at this point in time, things could have been handled a bit differently in certain sectors of the newsroom.
‘If you have three of your best-selling items in a shop, do you get rid of those three and just deal with what’s left over? As a business person, I don’t think you do.’